According to Brandindex – since mid-July 2011, Apple’s biggest supporters are consumers 35 years and older. Meanwhile, the younger age group of 18 to 34 — once the demographic most smitten with Apple — has trended downward. This reverses the positions of the two age groups before last July.
From early 2008 through mid-July 2011, Apple scored higher with the 18- 34 demographic but this group no longer constitutes Apple’s biggest banner wavers. There is another group, which may just need a “Genius” to help with their Apple products, as the new commercials imply.
Apple ran the ads, which featured a “Genius” helping customers in high-pressure situations. The spots touted the Mac and appeared during the early days of NBC’s broadcast of the 2012 Olympics. They were discontinued within several days. The reaction among the Apple faithful was devastating:
“I honestly can’t remember a single Apple campaign that’s been received so poorly,” said Ken Segall, whose LinkedIn profile says he worked as the creative director for ad firm Chiat/Day and on that firm’s 1997-2002 “Think Different” campaign for Apple.
“These ads are causing a widespread gagging response, and deservedly so. This thing is so upsetting, it has me talking to myself,” said Segall in a post to his personal blog last week.
Judge for yourself – Here’s the Apple spots featuring 24-year-old comedian Josh Rabinowitz: